Traders are commenting on Human Genome Sciences' (Nasdaq: HGSI) PR-blitz this morning announcing a July 16 deadline for submissions of a definitive takeover bid.

In an unusual move, HGSI first sent out a PR at 12:01AM ET announcing "Human Genome Sciences Announces July 16 as the Date for Submission of Definitive Acquisition Proposals". As if that wasn't enough, the company sent out a "repeat" PR at 7:09AM ET.

Some suggest the move reeks of desperation.

It appears the company is taking to the media to convince GlaxoSmithKline (NYSE: GSK) that $13 is "not good enough... and they want more."

Traders have bid the shares slightly higher on the PR-blitz, but may be reading between the lines: GSK is only bidder at the table and they're not budging.

Shares last traded at $13.10, just above the offer on the table. Notably, they are down from a post takeover bid high of $15.49.